For many Egyptians, the ride home from work has gotten a lot more interesting, and traffic much more tolerable, since the facelift of Nile FM’s primetime show “The Big Drive Home.
Egyptian radio host Mohammed Safi’s eclectic personality leaps through the airwaves and right into your car. After a long day at work, Safi’s impersonations – which are his trademark – along with his selection of upbeat music and fun riddles can lift your mood by the time you get home.
In July 2003, Nile FM’s launch revolutionized the capital. After decades of suffering through lame radio personalities and dull programs, Egyptians welcomed with open arms the launch of Nile Radio Production’s (NRP) two private stations.
Nile FM and its sister Arabic station Nogoom FM managed to bring radio back from the dead.
The English station Nile FM targets a niche audience, namely the 6-8 million English-speaking Egyptians who are educated and well traveled. The programs and presenters are of international caliber, bringing locals access to the latest music hits as well as entertainment and sports highlights.
In an interview a year ago with Ahmed Fahmy, the network director programmer for NRP, we spoke about local radio talents and he pointed out that Safi’s immense creativity is bound to make him a star. At the time, Safi presented a weekly show called “Planet Rock .
“I’m happy I have been given the privilege to have a positive impact on people, says the humble presenter, who isn’t taking his fame too seriously. “Modesty is the key to living. If you let things get to your head you’re digging your own grave.
Believe it or not, Safi started his career as a doctor. He grew up in Kuwait, and enrolled into medical school when he moved back to Cairo, intending to specialize in psychiatry. He worked in a government hospital for six months after graduating, but he didn’t enjoy it.
While studying, Safi wrote for various publications including Campus magazine. He later started an advertising branch of Core Publications with owner Shady Sherif.
Sherif says working with Safi was always a pleasure, “He’s very creative, always thinking out of the box. He wants to make a difference in the country. His ideas are always related to charity, development, environment and social issues even though they don’t always work out, the intention is there, he says.
Through his work with Campus, Safi dealt often with Nile FM. He made a demo tape that landed him the weekly rock show, which he still presents today.
Before hosting “The Big Drive Home he did a bit of swing jockeying covering for different presenters. He says, “I am proud to say I have done each and every show on [Nile FM]. Safi’s work involves more than presenting, he also produces and writes ads.
He also likes to do voiceovers, and at the moment he is working on the Arabic dubbed version of Pixar Animation Studios’ Ratatouille.
Don’t be surprised if you turn on your TV one day and see Safi swimming with sharks or visiting an African tribe – one of his dreams is to work for National Geographic Channel.
With an ear for music, Safi has also been a member of a rock band for years, playing the guitar, bass and, more recently, percussions. He is also a vocalist, and says he sounds like a cross between Jack Johnson and John Mayor style. “But I can get angry and sound like Billy Corgan (Smashing Pumpkins), he says laughing.
When asked about embarrassing moments on air, Safi shrugged, “People relate to you more when you make an error. I make fun of myself everyday, says the carefree presenter, “I never regret anything I’ve done on air, unless I think I might have offended anyone.
Safi’s witty, rhyming Umpa Lumpa riddles quickly became a hit. It’s a wonder how he manages to com up with these brainteasers in just seconds every day.
“I come soon after the heat. I am the sad side of meat. If you’re not very wary, people will get quite starry. What am I?
The answer: peel.
When asked what inspires his creativity, Safi thought for a second, and then his green eyes lit up as he replied, “Women inspire me. Beauty in general, but the biggest factor that fulfils that is women. I need a muse, I really do.
Newcomer Mariam Mohammed recently joined Safi on the show. She has been working in radio in the US since she was 17. “I love working with Safi. He is unbelievable and I have to say he is one of the most talented radio people I have ever, ever met, she says enthusiastically, “and he’s genuinely a really nice guy.
If there is one message the light-hearted Safi wants to convey to his listeners, its “be optimistic no matter who you are, no matter what you do.
Catch Safi and Mariam on “The Big Drive Home, weekdays from 4-7 pm on 104.2 Nile FM.
